Stormers and SportPesa partnership puts the fan first

SportPesa’s sponsorship of the DHL Stormers will bring rugby fans closer to their heroes through innovative activations and campaigns.

When SportPesa announced it would be the DHL Stormers official betting partner for the next three years, cynics could be forgiven for thinking it was another sponsorship deal. But they would have been wrong, because the partnership between SportPesa and the Stormers goes beyond money and the rugby field.

SportPesa’s Head of Marketing, Gareth Rosslee, said SportPesa and the Stormers are coming together to bring fans closer to their rugby heroes through innovative interactive activations. 

“We will host ticket giveaways, matchday experiences, digital competitions, and exclusive opportunities to engage with Stormers players. And by linking it to our #MakeItCount campaign we will be creating experiences that go beyond the 80 minutes on the field. Essentially, we are putting the fan first.”

Stormers a unifying force 

The Stormers position itself as an accessible rugby brand and remains one of South Africa’s iconic sports exports. 

It is also a unifying force, which is something SportPesa strongly believes in said Rosslee.

“Our sponsorship extends across the squad, the coaches and management staff, and, most importantly, its loyal fanbase. Every part of the Stormers family matters to us, and we want our support to reflect that spirit of unity.”

Managing Director of SportPesa, Dean Delaney, said the entire Stormers franchise has built a winning culture based on innovation and it being a globally recognisable brand. 

“These aspects all align perfectly with who we are as SportPesa.”

SportPesa Effect deepens company ties with communities

By coming together with the likes of the Stormers, Cape Town City FC and MotoGP brothers, Brad and Darryn Binder, SportPesa is starting a trend of supporting excellence in sport. 

 “Our philosophy is simple: We partner with iconic teams and athletes who inspire supporters and embody excellence,” said Rosslee.

This is highlighted in the SportPesa Effect, said Delaney – an initiative that runs through all sporting levels, from as high as the Stormers down to the grassroots. “The SportPesa Effect is about embracing our responsibility to empower local communities through sport. It is set up to support all sportspeople, both big and small, who so desperately need it.”

A great example of the SportPesa Effect is its partnership with South Africa’s Varsity Football competitions. It has helped men and women make the leap to the professional leagues in recent years. 

“Without the right support, individual athletes are often left to work it out for themselves. The SportPesa Effect allow us to engage fans at the highest level while also supporting pathways to the top,” said Delaney. 

The SportPesa Cup, held for the first time in March this year, is yet another tournament that empowers young athletes. The tournament celebrates the role these clubs play in their respective communities, said Delaney. 

“Sixteen community teams competed in the inaugural tournament. The response was so overwhelming, we have expanded the 2026 tournament to 32 teams. We will have some exciting initiatives that will create long-term impact for the participating teams.”

Delaney added that the company has established strategic partnerships with some of Africa’s biggest sporting brands to ensure the SportPesa Effect continues to expand its reach and impact, not only in South Africa, but across the continent. “These partnerships amplify our messaging not just through traditional means but through real actions and community-engagement.”